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after a desktop PC from the same home network, Tapad will assess that there is a high probability that the two devices are operated by the same person and will show them similar ads on both devices. According to the company website, its services also include cross-device analytics for things like location, timing, user behavior, and audience analysis.
169:
Cofounder and CTO Dag
Liodden, Traasdahl, and four others began developing algorithms for the software and founded Tapad in 2010. It took almost a year for the company to obtain its first client, but afterwards the organization grew quickly. In 2011, it raised $ 1.8 million in funding and opened five
220:
Advertisements using Tapad usually feature a notification that explains the ad is being shown as a result of behavioral analysis and provide an opt-out button in compliance with standards set by the
Digital Advertising Alliance. The disclosure features are provided by Evidon, which Tapad partnered
211:
In early 2015, Tapad partnered with Placed, a company that specializes in the measurement of in-store visitation by consumers, then introduced features and services that attempt to measure if an advertising campaign resulted in consumers visiting a business location. It also introduced TV Pulse, a
142:
that develops and markets software and services for cross-device advertising and content delivery. It uses algorithms to analyze internet and device data and predict whether two or more devices are owned by the same person. Participating websites and apps then cater their advertisements based on a
203:
Tapad is used for advertising to consumers across devices, where a user is shown an ad on their mobile or tablet device based on websites they visited on a desktop or based on a usage behavior that matches an advertiser's target audience. For example, if an
Android phone visits a website shortly
207:
Website publishers use Tapad's technology to understand how a consumer engages with page content, regardless of the device being used to access the site. This can be useful to customize advertising creative, editorial content and offer a more uniform experience for the user across all devices.
199:
Tapad uses data such as cookie IDs, operating system IDs, IP addresses, online registrations and data from partnering publishers to develop a probability that different devices are shared by the same person or household. According to Tapad, none of the data contains personally identifiable
29:
166:(CES). Traasdahl previously founded Thumbplay, a mobile entertainment company. He saw attendees switching between televisions, laptops and smartphones and thought that brands should be able to cater their ads to individual users even as they switch between devices.
212:
product that uses data from first party data suppliers to attempt to measure the effect of digital advertising campaigns. Tapad's Device Graph is also licensed to other technology companies and integrated into their products.
149:
On
January 29, 2016, Telenor Group entered into an agreement to acquire approximately 95% of Tapad Inc. The purchase price is US$ 360 million, on a debt and cash-free 100% basis. In November 2020, Tapad was acquired by
173:
Another $ 6.5 million in funding was raised in March 2013 and $ 7 million was raised in July 2014 to fund additional expansion in Europe. An additional $ 18.5 million in funding was raised in July 2015.
225:, Tapad's "burgeoning success risks irking Congress, regulators and privacy advocates." The company's CEO says it shouldn't be a problem, since it doesn't collect personally identifiable information.
200:
information (PII). In a data sample tested by
Nielsen, Tapad accurately identified users across devices in 91.2% of cases. This is only slightly less than deterministic methods which require PII.
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more sales offices in major US cities. From mid-2012 to mid-2013, the company hired 44 people and moved its headquarters to a larger office in New York City.
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Tapad was founded in 2010 by Are
Traasdahl. It raised $ 1.8 million in funding in June 2011 and another $ 6.5 million in March 2013.
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On
November 19, 2020, Experian announced that it had completed the acquisition of Tapad for a roughly $ 280 million.
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In 2016, Tapad worked with 160 U.S. brands and had 50 data technology licensing partnerships.
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In 2018, Tapad and other companies were named in a series of privacy complaints for alleged
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922:"Oracle and Equifax among seven firms accused of violating GDPR by Privacy International"
591:"Experian plc - Experian acquires Tapad, a leading digital identity resolution provider"
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entered into an agreement to acquire about 95 percent of Tapad Inc. for $ 360 million.
784:"Linking Digital Ads To In-Store Visits Continues To Spread: Tapad, Placed Ink Deal"
439:"Tapad Brings Ad Retargeting To Mobile, And $ 1.8 Million From Powerhouse Investors"
338:"Tapad Brings Ad Retargeting To Mobile, And $ 1.8 Million From Powerhouse Investors"
980:
896:"Ads That Follow You Home: Has Tapad Cracked The Code Of Cross-Device Advertising?"
565:
378:"Ads That Follow You Home: Has Tapad Cracked The Code Of Cross-Device Advertising?"
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947:"Privacy Group Asks European Regulators To Test GDPR Against Seven Tech Companies"
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254:"Telenor Exec Takes Over As Tapad CEO, As Are Traasdahl Transitions To The Board"
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violations. The complaints were filed in the United
Kingdom by watchdog group
1010:
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696:"'Algorithms That Learn' Catching Up To Personally Identifiable Information"
616:"Next Step For Multi-ID Targeting Is Retail Media Networks: Tapad's Connon"
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The idea for Tapad was conceived by cofounder and CEO Are
Traasdahl at the
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870:"It's Time for the Mobile-Ad Industry to Start Taking Privacy Seriously"
462:"Mobile Ad Targeter Tapad Raises $ 6.5 million, valued at $ 140 million"
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collective knowledge of the user's actions across all of their devices.
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673:"The Disruptors:Reaching Customers Anywhere [VIDEO]"
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810:"Cross-Screen Marketing Tech Firm Tapad Raises $ 18.5M"
540:"Telenor Jumps Into Ad Tech, Acquires Tapad For $ 360M"
310:"Telenor Jumps Into Ad Tech, Acquires Tapad For $ 360M"
127:
769:"New YP Ad Product Offers Digital Audience Extensions"
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485:"Silicon Alley darling Tapad raises $ 7M in capital"
644:"Telenor Sells Tapad To Experian For $ 280 Million"
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282:"America's Most Promising Companies: #39 Tapad"
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514:"Tapad Adds Linear TV To Measurement Platform"
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138:is a venture-funded startup company based in
994:Interview with the CEO in The New York Times
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1000:"Tracking Consumers Across Devices (VIDEO)"
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722:"Online Ads Can Now Follow You Home"
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566:"Yes, Adtech is Still Strong in NYC"
407:Del Rey, Jason (19 September 2011).
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221:with in November 2011. According to
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564:Griffith, Erin (February 1, 2016).
538:Lunden, Ingrid (February 1, 2016).
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483:Mcenery, Thornton (July 1, 2014).
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16:American mobile marketing company
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808:Loechner, Tyler (July 2, 2015).
782:Loechner, Tyler (July 2, 2015).
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694:Loechner, Tyler (July 2, 2015).
512:Loechner, Tyler (July 2, 2015).
252:Schiff, Allison (June 8, 2017).
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460:Kafka, Peter (March 21, 2013).
336:Schonfeld, Erick (2011-06-15).
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642:Schiff, Allison (2020-11-19).
614:Andrews, Robert (2022-06-06).
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1:
894:J. J. Colao (June 10, 2013).
409:"10 Startups to Watch: Tapad"
308:Lunden, Ingrid (2016-02-01).
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57:; 14 years ago
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101:Sigvart Voss Eriksen, CEO
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726:The Wall Street Journal
73:Are Traasdahl, Founder
675:. CNBC. 30 April 2013
234:Privacy International
195:Software and services
180:On January 29, 2016,
595:www.experianplc.com
115:Number of employees
109:$ 34 million (2015)
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437:Schonfeld, Erick.
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441:. TechCrunch
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951:AdExchanger
850:January 16,
754:January 16,
731:January 15,
648:AdExchanger
575:February 2,
549:February 2,
468:January 16,
445:January 16,
415:January 16,
291:February 5,
258:AdExchanger
1011:Categories
956:2022-06-28
931:2022-06-28
653:2022-06-28
625:2022-06-28
600:2020-12-20
544:TechCrunch
494:January 5,
347:2022-06-28
342:TechCrunch
319:2022-06-28
314:TechCrunch
240:References
136:Tapad Inc.
97:Key people
47:Technology
905:March 26,
845:MediaPost
814:MediaPost
788:MediaPost
700:MediaPost
518:MediaPost
872:. Ad Age
819:July 28,
793:July 26,
705:July 28,
523:July 26,
263:June 29,
152:Experian
85:New York
44:Industry
748:Product
570:Fortune
411:. AdAge
216:Privacy
184:-based
158:History
124:Website
106:Revenue
70:Founder
60: (
52:Founded
39:Private
926:IT PRO
382:Forbes
286:Forbes
223:Forbes
182:Norway
22:Tapad
907:2014
878:2014
852:2014
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756:2013
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551:2016
525:2015
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470:2014
447:2014
417:2014
389:2014
293:2017
265:2017
230:GDPR
62:2010
55:2010
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